Stories that stretch across multiple breaks are a great way to increase ratings, as long as the story is sustainable and interesting. Each segment must be self-contained as if it were an episode in an ongoing television series. At the end of each segment, a cliffhanger that leads listeners to the next segment increases anticipation. And each segment must be connected, but also advance the storyline.

B98.5/Atlanta’s Tad & Drex nailed it with Tad’s personal story about his young son wanting to be in the delivery room for the birth of his new sibling. This story is told in three parts, which is just right for serial storytelling.

Listen to hear how Tad & Drex (and cohost Kara) allow the story to breathe without rushing through the point in the story.



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